NEW YORK: The Partnership at Drugfree.org has rehired CRT/Tanaka to manage communications behind its Medicine Abuse Project, a campaign to prevent prescription and over-the-counter drug abuse among teens.
CRT/Tanaka's previous contract was project-specific and covered the program's kick-off week last September. The new contract lasts through the end of the year.
“This project has a number of strategic partners, but when you give somebody the time frame of one week, they might not be able to participate,” said CRT/Tanaka VP Marcy Walsh. “Last year, we did a very good job of getting attention for the cause, but I think we could have done better had we had more time.”
The Medicine Abuse Project will take on a different focus each month. This month the campaign is spotlighting drug abuse among young athletes. A Facebook chat featuring former professional basketball player and ESPN sports analyst Chris Mullin is scheduled for Thursday.
In April, the effort will focus on prescription drug abuse from the perspective of healthcare providers. It will also highlight The Drug Enforcement Administration's National Prescription Drug Take-Back Day on April 27.
Overall components of CRT/Tanaka's work include a microsite, national media and community outreach, events, and implementing a social media strategy.
Last year, the firm won the Medicine Abuse Project business after it brought prescription bottles to the pitch with messages about how team members' lives had been touched by medication abuse.
Last year's effort garnered more than 86 million traditional and social media impressions, Walsh said. More than 5,000 people signed a pledge to learn about or prevent medication abuse by disposing of unused medications.
A representative from The Partnership at Drugfree.org did not immediately return a request for comment.